Build-A-Bear Workshop 2013 Annual Report Download - page 5

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At the heart of everything we do is a focus
on our consumer and building our brand.
A BRAND THAT EXTENDS
BEYOND OUR STORES
The earmarks of a strong brand include
high recognition, emotional connection,
consumer trust and appeal to a loyal
consumer base. Build-A-Bear Workshop
had these objectives in mind when it was
founded in 1997 with the mission to connect
emotionally with Guests and add fun back
to retail. What emerged over the next decade
was a strong brand that has high awareness,
stirs positive emotions with consumers
and is loved by kids and trusted by parents.
Our stores offer an engaging experience,
customizable products and high touch
service model. While other companies seem
to be seeking ways to add experience to
attract consumers to their stores, we are
elevating our destination-based interactive
retail model that is already a core
competency. Additionally, we have the
potential to reach more people by actively
engaging a broader consumer base that is
already selecting into our brand including
gift givers and the demographic segments
that are “over 14” and “under 3.” As we evolve
our brand and see it through fresh eyes, the
way our consumers do, we will expand the
seasons, reasons and occasions that drive
visitation and add incremental purchases …
in retail and beyond.
HIGHLY RECOGNIZED, TRUSTED
AND EMOTIONALLY CONNECTED
A strong brand is recognized by consumers
and has a distinct personality and unique
identity that connects emotionally.
Independent research gives the Build-A-Bear
brand high scores on a recognition basis
and relative to other family-oriented retail
brands that have much longer histories and
larger physical footprints. In addition, key
brand perceptions of Moms show that
a trip to one of our stores is viewed as fun,
evoking happiness and making special
memories. We have a premium brand and
as such, our brand is viewed as high quality
and one that parents trust. Build-A-Bear
empowers kids to be creative, make their
own choices and share in a fun, heartfelt
In 2013, we started to contemporize our
brand imagery by introducing the first
update to our logo in the company’s history.
Strong Brand
THE RETURN TO SUSTAINABLE LONG-TERM PROFITABILITY IS BUILT ON OUR
BUILD- A-BEAR WORKSHOP, INC. 2013 ANNUAL REPORT 3